How about this for a suite deal, courtesy of a taxi driver at New Orleans’ Louis Armstrong airport?
Last year, an ᴀssociate of his mortgaged his home and spent the money on a box at Super Bowl LIX. It set him back $225,000. He sold it three days ago. For $1.6million.
There is no more prized ticket in American sports than Super Bowl Sunday. And this year, no seats are more sought after than those in the 165 luxury suites stretching around Caesars Superdome.
The cheapest cost around $500,000. They come with an obstructed view of the field. The most coveted sit near midfield and have a price tag of $3million.
By the time the Kansas City Chiefs and Philadelphia Eagles emerge on Sunday night, every box will be rammed with the rich and famous. Donald Trump, Taylor Swift, Justin Bieber and Kim Kardashian are among those expected in New Orleans later this week.
They will be treated to gumbo and ribs and shrimp and chocolate caramel popcorn. ‘Mouthwatering cuisine, and the warmth of Big Easy New Orleans hospitality,’ the official menu promises.
Taylor Swift is among the celebrities expected to watch the Super Bowl in a luxury suite
The view from a box which is currently being sold for $350,000 on the secondary market
Donald Trump, pictured at the Jets-Steelers game in October, is set to be in New Orleans
Some of Monarch Air Group’s ‘VIP aircrafts’ come with gourmet dinners and a full-size kitchen
But for those VIPs, who dip into their deep pockets, the Super Bowl extends well beyond four, 15-minute quarters. ‘It’s a whole weekend,’ says Simon David of Confirmed360. He is tasked with ensuring no one feels short changed.
Among this year’s off-field offerings? Private jets and private swamp tours with the local alligators. Pregame parties with Diplo, DJ lessons, dinners, a visit from a local chef. And a guarantee that they won’t ever stand in line. ‘White glove service,’ David says.
Around 800 jets are expected to descend on New Orleans over the coming days. Forget Philadelphia or Kansas City, many high rollers will come in from New York and South Florida.
A round trip from there – booked in good time – can cost more than $40,000. Some ‘VIP aircrafts’ come with gourmet dinners and a full-size kitchen. ‘You can have anything from McDonald’s to Nobu,’ says David Gitman of Monarch Air Group, a leading private jet charter provider based in Fort Lauderdale.
But air space will be so congested that some flights are being forced to land a couple of hours’ away, in neighboring Mississippi.
From there, agencies such as Confirmed360 must cater to clients’ every need. Most remain confidential but they include influencers, ‘high net-worth individuals’ and ‘some of the biggest names in sports and entertainment’.
Last year, Confirmed360 helped Olivia Culpo secure a suite to see her husband, 49ers star Christian McCaffrey, face the Chiefs in Super Bowl LVIII.
The fight for a spot at this year’s showpiece began shortly after Patrick Mahomes orchestrated a game-winning drive in Las Vegas. There are those who simply want another taste of the high life. And others who simply ‘have to be seen at the Super Bowl,’ David says. No matter the year. No matter who is playing.
There are 165 suites stretching around the stands of Caesars Superdome in New Orleans
The luxury boxes com with a dedicated host and offerings include a pre-game ‘noshing station’
The field suites in the north end zone of Caesars superdome are very sought after
Demand really begins to snowball, however, as the season develops. ‘Then once the playoffs start in January, that’s when there’s the most movement,’ David says. ‘Up until the teams get confirmed.’
What follows championship weekend? A 14-day scramble to squeeze everybody in. After all, no one wants the job of telling celebrities such as Swift that all the seats are filled.
‘Oftentimes, we may have a suite owner who says… “I’d love for them to come in the suite and watch the game with me and my family or my clients.”’ David says. It’s not uncommon, either, for players or celebrities to buddy up and pile into one suite.
Sometimes it’s up to agencies to be creative and sniff networking opportunities. ‘We’ll think: it could actually be good for somebody to meet somebody else. And there’s no better way than in a suite at the Super Bowl.’
There is only one problem: celebrities can be very particular about what they want. That may be tickets just for their security detail. ‘We’ve had people ask for a magician,’ David says.
Others have been hoping for a pop-a-sH๏τ machine or an ex-player to enjoy the game with. According to another industry insider, clients attending Swift concerts might ask if a suite comes with a visit from the singer herself.
‘We’ve had requests for specific types of wines or bourbons…. a special birthday cake they made,’ David continues. ‘Some things are just not obviously not possible.’
It doesn’t help when some VIPs leave everything to the last minute. ‘We have, in the past, had calls on the morning of,’ David reveals. Gitman ‘never says no to clients’ so he has a few extra parking spaces reserved in case of late arrivals.
Swift and Blake Lively cheer on the Chiefs during last year’s Super Bowl in Las Vegas
Diplo is hosting a pregame party this week
After landing, some celebrities will agree to sit in a suite – but only on certain conditions. No pictures or autographs, for example. Or? ‘They want to know whose suite it is, what their business is, who’s going to be in there,’ David says. ‘The last thing we need is somebody in a suite that doesn’t get along with another suite guest.’
Not when they are paying six or seven figures. ‘These are all notable, high net-worth buyers – whether celebrity or not. We have to exceed expectations.’
That means warning clients off the cheapest suites. ‘The $500,000 price point was being offered with some partially obstructed views of the field. So we don’t like to recommend that,’ David says.
Instead, most of their VIPs are spending anywhere from $750,000 to upwards of $1.8m. No matter that many of the best suites with the best views are reserved by the NFL and its partners.
The league has first dibs and those they don’t want are then offered to current suite holders at the Superdome. Some end up on the secondary market.
The $3m box, which holds 45 people is ‘super sought-after’. So are the field suites in the north end zone.
Then there are the optional extras. ‘The Super Bowl has become more than just the game itself,’ David says. ‘We’re sending some people on private swamp tours with the gators during the day,’ says David.
On Friday night, Diplo is hosting a party and clients can go backstage and into the green room. On the eve of Super Bowl Sunday, fans can go behind the decks at the Maxim Party.
‘On the stage, as doors are opening, (you can) take a lesson and learn how to DJ,’ David explains. ‘Stand right the DJ as doors are opening and then head over to your table once the party really gets going.’
They will sit on the stage, of course. And plans are put in place to ensure clients never wait in line. They can drive right up to their private jets and take off within minutes. At the parties, they might have security or even their own entrance.
VIPs enjoy Don Julio tequila, Crown Royal whiskey, Bulleit bourbon and can add to the menu
If DJs and dancing are not to your taste? Confirmed360 have a team tasked with finding guests a home around New Orleans. They can organize private dinners or a home visit from a chef.
On gameday, suites will typically come with access to the stadium tailgate and dedicated host. The offerings inside their box include a pre-game ‘noshing station’ and charcuterie board. Sliders and salads and gumbo at kickoff followed by bread pudding and cake at halftime.
They are served Don Julio tequila, Crown Royal whiskey, Bulleit bourbon and VIPs can add to the menu if they wish.
‘There’s nothing for anybody to do once they arrive, aside from enjoy themselves,’ David insists.
Then comes the one small slice of Super Bowl weekend that can’t be taken of: the football. So once kickoff arrives, it’s up to the Chiefs and the Eagles to give everyone their money’s worth.
